Google Chrome Ad Blocker Expands Worldwide Starting July 9th

Yolanda Curtis
January 10, 2019

The in-house Google Chrome ad-blocker, which was initially launched for United States, Canada, and Europe a year ago, is ready to roll out worldwide on July 9th, Google said in a blog post.

Hopefully, this will encourage marketers to adhere to the Coalition's ad standards, and not devise new ways to skirt the guidelines and annoy users. The group defines 12 types of ads as an intrusive experience for users, including pop-up ads, auto-play video ads with sound, and large sticky ads.

Chrome started blocking such ads back in February past year while Google also put a halt to selling ads that violate the Coalition for Better Ads' guidelines and have a negative impact on the web browsing experience.


Reports of Chrome getting a native ad-blocking feature first emerged in April 2017, and two months later, Google officially confirmed that the browser will indeed get the useful functionality.

Google claims that users' experience on the Web ranks higher on the company's priority list compared to the money they generate for the search giant. Beginning July 9, Chrome will filter ads from sites around the world that repeatedly display any of the 12 ad experiences identified as "annoying" under the Better Ads Standards. As Chrome follows the same standards, Google has made a decision to expand their coverage on the same date to stay aligned with the Coalition.

Google's ad filtering policies have been able to push publishers who were using abusive ad experiences to clean up their sites so that they are no longer failing. As of July 9, the same ad blocking practices will affect sites in all countries.


Chrome's built-in ad blocker isn't an ad blocker in the classical meaning of the term.

Out of millions of sites reviewed to date, Google says less than 1% have had their ads filtered.

In the Chromium blog post, Google also said, "Our ultimate goal is not to filter ads, but to build a better web for everyone, everywhere".


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